Jelimals, ITCâs confectionery brand in the jelly segment, has shifted its portfolio offerings to Jelimals Immunoz â jellies fortified with two key nutrients Vitamin C & Zinc that help support the immune system among children. The brand enjoys a loyal following among kids and, at the onset of the pandemic, it had created a unique, child-friendly awareness song âDo the 5â on how kids can prevent the spread of Covid-19, based on the guidelines recommended by WHO. The product launch comes as a natural progression to further enable support towards childrenâs welfare in the present context.
The pandemic-led, unprecedented rise in demand for immunity supporting products paved way for a need to safeguard children through the category. ITCâs team of scientists at LSTC have been working on various health and nutrition areas for nearly a decade with immunity emerging as a key focus area.
In addition, Jelimals commissioned an empirical study, undertaken by InfoLeap Market Research & Consultancy LLC to understand kidsâ perspective on the new normal world. Data gathered from 364 children, aged 8-12 years across Mumbai, Delhi, Bangalore and Kolkata, revealed that 94% children miss 'Going to school' and 95% miss 'Meeting friends' in person, making immunity support an âuncompromising imperativeâ in the new normal world. If given a âSuperpowerâ 74% children would utilise it to âSave People (56%) and Find Cure (18%)â from Covid-19 with concern for parents and family (38%) being foremost for the children. This followed by saving humanity, including doctors, soldiers, friends, animals and testing individuals for the virus.
Anuj Rustagi, COO, Chocolate, Coffee, Confectionery and New Category Development, Foods, ITC Ltd, said, âIt is our endeavour as a kidâs focussed brand to support the health of kids with our products by giving them a daily dose of vitamin C & Zinc. And we are doing this in a âJelimalsâ wayâ â making this fun and engaging for both parents and kids much like our âDo the 5â video. We are shifting the entire Jelimalsâ jelly bears range to Jelimals Immunoz and keeping consumer price points same across the offerings. We hope this move will make a small but meaningful difference in protecting our kids.â
Jelimals Immunoz will be available in two SKUs, 30 gms and 108 gms for Rs 10 and Rs 50.
The packs will come loaded with benefits of fun fruit flavours, exciting toys, double layer packaging while the Rs 50 pack also comes with a zip lock pack. The product will be available pan-India across retail outlets, modern trade and e-commerce platforms.